When you become a new parent, you suddenly find yourself second-guessing all of your decisions. You worry about everything from how to get your child to sleep to what types of diapers are best and more. At any rate, this was our experience as new parents. Of course, the most important thing is that a child has loving parents, and there are many different approaches to child-rearing that result in happy, healthy babies.

However, when it came to nutrition, we didn't want to take any chances. For mothers who are unable to breastfeed for health or logistical reasons or who wish to use formula instead, finding the right formula can be tough. We wanted to make sure our baby was getting the best nutrition possible at such a critical time for development. Of course, another consideration is that the formula has to be something that tastes good to the baby as well.

We did a huge amount of research to find the perfect baby food. We found ourselves looking outside of the United States, and then we discovered European baby formulas called Holle and Hipp. They were so much better than anything available in the United States. We loved them, and our baby did too, but they weren't the most convenient products to find and order. We were sharing the formula with our friends who had babies as well when we realized that what was really needed was an online store to make them easily available to other concerned parents like us who might not have the time and energy to track down the best products.